According to Forbes, the line will be LEGO Wear’s first range for adults and will be released via a partnership with Kabooki, the Danish company that produces LEGO Wear apparel.

Shoppers can use a Snapcode, Snapchat’s version of a QR code, to shop for exclusive products in a virtual shop that features a DJ booth, arcade machine and a LEGO bouncer.

"As a brand, we are exploring a multitude of digital platforms and technologies to connect with fans in fun and engaging ways,” says Lea Sandell, global social media innovation lead, LEGO.

"Snapchatters engage with AR naturally; on average 70 percent of them play with an AR lens every day," says Will Scougal, director EMEA creative strategy, Snapchat. "So with the addition of e-commerce to an exciting experience like this one, we’re able to drive sales, too."

Products include LEGO streetwear including, t-shirts, sweatshirts and caps that display the LEGO logo in a muted grey, white and black color palette.